Aleksander Doba is a Polish man in his 70's who has kayaked across the Atlantic Ocean by himself three times. He describes the feat as a real "katorga," which is the Polish word for forced labor in Siberia. But by katorga, he does not mean an activity he does not wish to do. What most of us experience as suffering he repurposes as contrarian self-determination, and that gives him an existential thrill. Much of my work in commercials feels the same way. Learn more about my company by clicking the link below.